Instagram is testing a new feature called "Ad Breaks," which forces users to watch entire ads before they can continue scrolling through their content feed. This new feature could have several implications for both businesses and users.
What does this mean for Businesses?
Increased Ad Visibility: Businesses will likely benefit from higher ad viewability and completion rates, as users cannot skip these ads. This can enhance brand awareness and recall.
Potential for Higher Engagement: With guaranteed views, businesses might see higher engagement rates and potentially better ROI on their advertising spend.
Higher Advertising Costs: The premium nature of non-skippable ads could lead to higher advertising costs, which might be justifiable by the increased effectiveness.
Creative Challenge: Businesses will need to create highly engaging and relevant ads to capture and retain users' attention, avoiding potential annoyance.
And what about your audience?
User Experience: Forced ad breaks could lead to frustration among users who prefer seamless content consumption. This could negatively impact the overall user experience.
Engagement and Usage: If users find the ads too intrusive, it might lead to decreased time spent on the platform and lower engagement rates. Some users might even consider moving to alternative platforms with fewer interruptions.
Ad Tolerance: Over time, users might adapt to the presence of ads, especially if the content between ad breaks remains compelling. However, there's a risk of user fatigue if the frequency of ad breaks is high.
What are the Negatives?
The introduction of "Ad Breaks" on Instagram could have several negative implications for both users and businesses.
For Users
User Frustration: Mandatory ad viewing can lead to user frustration and dissatisfaction, especially if the ads are repetitive or irrelevant.
Disruption of Experience: The seamless experience of scrolling through a feed is interrupted, potentially making the platform less enjoyable to use.
Potential Decrease in Usage: Users may reduce their time spent on the app or even stop using it altogether if the ad breaks become too intrusive.
Negative Perception: Forced ads could create a negative perception of both the platform and the advertised brands, leading to a backlash against both.
For Businesses
User Backlash: Ads that annoy users could lead to negative sentiment towards the advertised brand, potentially harming the brand's reputation.
Ad Avoidance Behavior: Users might develop behaviours to avoid ads, such as using the app less, switching to other platforms, or using ad blockers if available.
Higher Costs: While non-skippable ads could be more effective, they are also likely to be more expensive, potentially limiting access to smaller businesses with tighter budgets.
Strategies to Counteract Potential Decline in Instagram Engagement
Given the potential negative impact of "Ad Breaks" on user engagement, It is time to diversify your digital strategies to maintain and grow your audience. Here are some approaches to consider:
Focus on Multi-Platform Presence
Expand to Other Social Media Platforms:
Invest in growing your presence on other popular platforms like TikTok, Snapchat, and LinkedIn. Each platform has its unique user base and engagement style.
Utilise YouTube and Video Content:
YouTube remains a powerful platform for video content. Creating engaging video content can attract users who might be frustrated with Instagram's ad breaks.
Invest in Email Marketing
Build and Nurture Your Email List:
Email marketing is a powerful tool for maintaining direct contact with your audience. Offer value through newsletters, exclusive content, and personalised offers.
Segment Your Audience:
Use segmentation to tailor your email content to different audience groups, increasing relevance and engagement.
Optimize Your Website and SEO
Enhance Your Website Experience:
Ensure your website is user-friendly, fast, and mobile-optimised. A seamless web experience can capture users who navigate away from Instagram.
Invest in SEO:
Optimise your content for search engines to attract organic traffic. High-ranking content can provide a steady stream of visitors independent of social media platforms.
Enhance Content Quality and Relevance
Prioritise High-Quality Content:
Ensure that your content is highly engaging, relevant, and adds value to your audience. Quality content can help retain users even if they encounter ads.
Leverage User-Generated Content:
Encourage your followers to create and share content related to your brand. This not only boosts engagement but also builds a sense of community and trust.
Utilise Influencer Marketing
Partner with Influencers:
Collaborate with influencers who resonate with your target audience. Influencers can drive engagement and traffic to your brand across multiple platforms.
Micro-Influencers:
Consider working with micro-influencers who have smaller but highly engaged audiences. They often offer more authentic and cost-effective promotions.
Engage with Your Community
Offer Exclusive Deals and Promotions:
Engage your audience by providing exclusive deals, discounts, and promotions through different channels. This not only incentivises purchases but also creates a sense of urgency and exclusivity.
Personalise Customer Interactions:
Use data to personalise interactions with your audience. Personalised recommendations, messages, and offers can enhance customer experience and foster loyalty.
At Empower Your Social we can support with repurposing your content and diversifying your digital marketing strategies, By focusing on creating content for a variety of different digital strategies, we can help you you mitigate the potential downsides of Instagram's "Ad Breaks" and continue to grow your audience across multiple channels.
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